Table 1.

Navigation of Competing Institutional Logics in Global Markets Towards Sustainability.

Competing Institutional LogicsNavigation TechniquesSolutionsResults on How to Keep Market Relationships Intact
Global market economyBlending + replacementLegitimacy through explanationCognition
Local law
Global social
Local communityReplacementLegitimacy through correct moral actsMoral arguing
Global social
Moral
Local legalAssimilationLegitimacy through alternative logicVariation
Global social
Economic market
Local educationReplacementLegitimacy through suggestions for new competencies in marketsSuggesting modification of network into a hierarchy
Global education
Global market
Local sustainabilityBlendingContesting global market logic of controlStressing local competence
Local legal
Local community
Local professionalBlendingContesting with professional competenceStressing global sustainability policies as impossible to implement
Global professional
Local professional
Global market rightsReplacementContesting with moral rightsRelocation of priorities in market practices
Local market rights
Global market competence
Local businessElaboration + replacementContesting global market culturesTaking advice
Global market
Local sustainability business
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